The purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a means‐end approach and to suggest useful information for restaurant operators to develop differential marketing strategies for each segment.
This study applied a means‐end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one‐on‐one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.
The results suggested that attributes of fast food restaurants were largely associated with convenience, success, and economic values; attributes of casual dining restaurants were related to emotional and belonging values; and attributes provided by fine dining restaurants were linked to emotion and quality life values.
This research suggested what customers really want from the dining experience so that restaurant operators in each restaurant segment can develop effective marketing strategies, such as advertisements or promotions, which are distinguished from other competitive restaurants.
By using a means‐end chain approach, this study showed a holistic picture of the consumer dining values customers desire when they visit each restaurant segment, which is a unique contribution of this study.
